Suggest the Russian for the following word combinations. free market economy; to keep sustainable competitive advantage; to offer greater value; stronger competitiveness;to gain cost advantage; to deliver superior

 

free market economy; to keep sustainable competitive advantage; to offer greater value; stronger competitiveness;to gain cost advantage; to deliver superior offerings to consumers; to enhance allocative efficiency; fierce competition;to command a premium price; to generate profit;increased market share; target customers; customer loyalty; to engage in competition;competitive edge;to suppress strong companies; to undercut competitor’s prices; to launch a new product or service; to conform to consumer preferences; to respond to price challenges.

 

Exercise № 3.

Give English equivalent to the following words and word combinations.

 

распределение ресурсов; торговать аналогичной продукцией; спровоцировать ценовую войну; получить конкурентное преимущество; методы неценовой конкуренции; удовлетворять потребности определенной группы потребителей; определить целевой рынок; низкие входные барьеры в отрасли; назначить цену выше номинала; ценовой сговор и другие методы нечестной конкуренции; товары и услуги низкого качества; применять антимонопольное законодательство; незанятый сегмент рынка; максимально снизить издержки производства; покрывать расходы; вызывать продолжительные негативные последствия; сохранить господствующие позиции на рынке.

LISTENING AND VIEWING

Go to

· Competition and Market Structurehttp://www.econedlink.org/interactives/EconEdLink-interactive-tool-player.php?iid=208

· Perfect Competitionhttp://www.investopedia.com/video/play/perfect-competition-0/

· Monopolistic Competitionhttp://www.investopedia.com/video/play/monopolistic-competition/

· Competitive Pricinghttp://www.investopedia.com/video/play/competitive-pricing/

Watch and listen.

Sum up the contents.

READING AND SPEAKING I

Match the terms with appropriate definitions

1. antitrust case	a. a government agency that regulates businesses in the public interest
2. regulatory authority	b. exclusive control of a commodity or service in a particular market, or a control that makes possible the manipulation of prices
3. pricing power	c. the cost advantage that arises with increased output of a product
4. natural monopoly	d. a market structure in which a small number of firms has the large majority of market share.
5. oligopoly	e. a punishment imposed for breaking a law, rule or contract
6. monopoly	f. a merchandise that is not identical to those of other firms in the same industry
7. a penalty	g. a legal action brought against parties who are charged with limiting free competition in the market place
8. economies of scale	h. a market in which there are many firms selling identical products with no firm large enough, relative to the entire market, to be able to influence market price
9. pure competition	i. the extent to which a company may raise prices without reducing demand for its products
10. differentiated product	j. situation where one firm (because of a unique raw material, technology, or other factors) can supply a market's entire demand for a product or service at a price lower than two or more firms can

Fill in the gaps with the words/word combinations from the table (use the correct grammar form)

to enter a market	market dominance	to settle an antitrust case
set prices below costs	amassing monopoly power	allocation of resources
driving competitors out of business	charge prices	pure competition
enhance the profits	oligopolies	market share
a wide variety of goods	economies of scale	penalties
scrutiny from regulators	natural monopolies	differentiated products

What's so bad about monopoly power?

 

Google has been negotiating with European regulatory authorities since 2010 in an attempt ………………. concerning its search engine, and its third attempt to settle the case has been rejected.

Google may also face new antitrust problems over its Android mobile operating system, and it's not alone in facing tough antitrust scrutiny in Europe. Microsoft has also been the subject of a long-running battle in Europe over ………………..issues.

But what's motivating this scrutiny from European regulators? What's so bad about a company ………………………?

When firms have such power, they ………………….. that are higher than can be justified based upon the costs of production, prices that are higher than they would be if the market was more competitive. With higher prices, consumers will demand less quantity, and hence the quantity produced and consumed will be lower than it would be under a more competitive market structure.

The bottom line is that when companies have a monopoly, prices are too high and production is too low. There's an inefficient ………………………..

In addition, the tactics used to establish monopoly power, such as …………….. or thwarting potential entrants, can also cause considerable harm to households who own the businesses that are forced to close their doors.

For instance, a firm with deep pockets can ……………. and absorb losses until competitors can no longer survive. Then, once the competition is eliminated, the surviving firm can raise prices high enough to more than cover the losses it took while establishing its now-dominant market position (under antitrust regulation, such tactics are prohibited).

The problems with monopolies go beyond the economic effects. Many large, economically powerful companies also have considerable political influence and the ability to "capture" the political and regulatory process. This allows a powerful firm to tilt the legal and regulatory processes against any potential threat to its market power, and to bring about changes that further ………………….. it earns.

It can get health and safety regulations removed, have licensing requirements imposed that make it harder for new firms …………., avoid state sales taxes for online retailers, or get invited to speak at congressional hearings on matters such as immigration and corporate taxation.

When an industry has just a few dominant firms, or a single dominant firm, market power can be significant. But when the number of companies is sufficiently large, the power of any one is considerably muted.

However, a small degree of monopoly power may even be desirable.

Whenever there is variety, and hence some amount of brand loyalty, firms will have some market power, i.e. some ability to raise prices without driving customers away (when products are identical, as required for textbook ………………, an increase in the price above a nearby competitor's price would result in the loss of all customers -- why pay more for the exact same product?). So, the cost of variety is that firms will have some degree of pricing power.

But the benefit is …………….. to choose from. Consumers certainly seem to have a taste for variety, so this benefit must be weighed against the market power that companies get from ………………….. As long as the number of firms in an industry is relatively large, making a market "monopolistically competitive," it's likely that the benefits of variety will outweigh the cost.

However, when the number of firms is smaller so that …………….. (a few dominant firms) or monopolies (a single dominant firm) appear, the likelihood that the benefits outweigh the costs is substantially diminished and ……………… is needed.

One case where scrutiny is certainly needed is one economists call "…………………." In these cases, companies do not have to act strategically to eliminate the competition. It happens naturally, often because of …………………. that are still in effect even after the entirety of market demand has been satisfied.

Because the monopoly power cannot be prevented by regulating the firm's strategic behavior, and because breaking it up would often result in higher costs and hence higher prices for consumers, the best course of action is to regulate the prices and quantities such a company can charge.

A firm's size and …………… do not necessarily indicate that it is exploiting its market power or that substantial market share even exists. A dominant firm in an industry could, for example, face substantial new entrants and competition if it attempts to raise its prices and exploit its dominant position in the marketplace.

But firms that exploit their market power or undertake strategic behaviors that make it more difficult for other companies to compete should come under the careful watch and, when appropriate, receive …………… from regulators charged with promoting the public interest.

CBS News, September 24^th, 2014

USEFUL TERMS AND EXPRESSIONS

· regulatoryauthorities – органы регулирования, контроля и надзора

· to reject – отклонять,отвергать

· antitrustcase – дело по обвинению в нарушении антимонопольного законодательства

· to scrutinise – тщательно изучать

scrutiny – внимательное изучение, тщательное расследование, анализ

· tosettleacase –урегулировать дело;решить спорный вопрос

· the bottom line – итог, результат, суть

· to thwart – мешать, затруднять, препятствовать

· to amass power – сосредоточить власть

· pricingpower – способность влиять на цены

· tooutweigh– перевешивать, быть более важным

· tocharge a price – назначитьцену

syn. to quote a price        

· to absorb losses – списывать убытки

· to cover the losses – покрыть/компенсироватьубытки

· to tilt – склонить, накренить

· to diminish – уменьшать, ослаблять

· tobreakupmonopolypower – разрушить/ликвидировать власть монополии

 

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